“The website copy is too long.”
That’s a common complaint.
It comes in a lot of variations…
- People won’t read all that.
- Customers have shorter attention spans today.
- My customers are different. They won’t read all that.
- My customers are on mobile. You have to make it short for them.
- It looks too salesy.
- Big companies often use short copy.
Everyone thinks their customers are different.
But are they really?
I have multiple clients that go direct-to-sale on Facebook.
Their landing page is a long copy sales page that links to an order form.
The majority of their visitors are on mobile.
We’ve tested shortening the copy many times over the years.
The only way we’re converted better with shorter copy was when we added a sales video and some of the sales copy is moved off the text of the page into the video. And that’s not always true either. I’ve seen tests where the long copy outsold the video + copy page.
I had a client who was working with a freelance affiliate manager.
This affiliate manager hated long copy…and had all the complaints above…along with an extra one that the affiliates she recruited wanted less copy with more photos.
She was given the go-ahead to test in a straight split test. She created a shorter page using the best parts of the copy combined with more images and illustrations.
The results weren’t even close. The long copy outsold her shorter version by close to 2 to 1.
When selling ‘online courses’, long copy consistently outsells short copy.
Of course, it has to be well-written, entertaining, and focused on the customers’ desires.
Notice that I added ‘online courses’ in the above statement.
That’s because there are scenarios where short copy wins.
I’ve often seen a freebie, such as a lead magnet, perform better with a shorter page…sometimes as little as a headline and a call-to-action button. Long copy or a video can become a ‘speed bump’ that slows down the opt-in.
Also, if the customer already knows the benefits of the product they’re buying, long copy isn’t necessary.
For example, a buyer of an iPad already knows what an iPad does and why they want one. They’ve watched video reviews from others. They’ve owned one of their own or tried out someone else’s.
They’re ‘mostly sold’ before they hit the landing page.
That can also be true if you deliver a webinar about your offer…run a series of videos…or give the full pitch inside an email.
Long copy is most important when you need to share the full story. You call out the audience and the problem. You demonstrate why you’re different from the competition. You back it up with proof. You detail the offer. And you give them a reason to act now.
There are ways to do short versions of all those, but it depends on where someone is in the buying process.
I cover more about long vs short copy inside my Golden Glove Persuasion Map™ course.
It’s in the Golden Glove Accelerator module near the beginning of the video, “Golden Glove Videos”.
Because yes, this applies to length of videos also.
This course details exactly how to use my proven Golden Glove system to analyze your current website, videos, emails, and more to spot conversion cracks that may be sabotaging your sales.
It also shows you how to find your customers’ hidden buying triggers and put together sales messages that attract your ideal visitors and convert more of them into leads and sales.